Edelman Brandshare Netherlands Results 2014

48
HOW BRANDS & PEOPLE CREATE A VALUE EXCHANGE Presented by Edelman brandshare TM 2014 © Daniel J. Edelman, Inc .

description

Brandshare is Edelmans grootste consumentenmarketingonderzoek ooit dat de continu veranderende relatie tussen mensen en merken onder de loep neemt. Het is uitgevoerd door onderzoeksbureau Edelman Berland en bestond uit 30 minuten durende online interviews. Het onderzoek is afgenomen tussen 9 augustus en 1 september 2015 onder 15.000 consumenten in de Verenigde Staten, Verenigd Koninkrijk, Canada, Frankrijk, Duitsland, Brazilië, India, China, Australië, Japan, Mexico en Nederland.

Transcript of Edelman Brandshare Netherlands Results 2014

Page 1: Edelman Brandshare Netherlands Results 2014

HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGEPresented by Edelman

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 2: Edelman Brandshare Netherlands Results 2014

A VALUE EXCHANGE STARTS WITH PEOPLE’S NEEDS

CONSUMER

NEEDS

2

People’s needs have changeddue to an increasingly complex and interconnected world.

brandshareTM 2014 © Daniel J. Edelman, Inc .

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CONSUMER

NEEDS

MATCHED BY WAYS BRANDS CAN FULFILL THESE NEEDS

3

BRAND

BEHAVIORS

Actions brands can take to fulfill these new consumer needs.

brandshareTM 2014 © Daniel J. Edelman, Inc .

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AND THE DELIVERY OF MUTUAL BENEFIT

BRAND

BEHAVIORS

CONSUMER

NEEDS

4

VALUE

EXCHANGEQuantifiable value exchange based on shared contribution and benefit.

brandshareTM 2014 © Daniel J. Edelman, Inc .

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PEOPLEGeneral and influencer consumer populations who report at least a minimal level of engagement* with brands

15,000

IN 12 COUNTRIES

AUSTRALIA

BRAZIL

CANADA

CHINA

FRANCE

GERMANY

INDIA

JAPAN

MEXICO

TECH + ELECTRONICSTELECOMMUNICATIONSFOOD

SOFT DRINKS + COFFEEBEER + SPIRITSCONSUMER HEALTH

CPG/FMCGRETAIL

FINANCIAL SERVICESENERGYAUTOMOTIVE

INDUSTRY SECTORS

30 MINUTE DURATION

BRANDS48 multi-national brands, plus approx. 15 “local” brands per country

199

ACROSS ELEVEN

THROUGH ONE

ONLINESURVEY

5

SECOND ANNUAL BRANDSHARE STUDY

NETHERLANDS

UK

USA

brandshareTM 2014 © Daniel J. Edelman, Inc .

*To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the

last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored

event, following a brand on Twitter, wearing branded clothing, etc.

NETHERLANDS1053 people

Across 12 provinces (controlled, distributed sample)

About 48 multi-national brands, and 6 “local” brands

We talked to

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WE COMPARED CONSUMER NEEDS…

6

I can count on the

brand to deliver

consistent products

or services

1

The brand

delivers what

I need from a

product or

service

2

I want to be

associated with

the brand

The brand is an

essential part of

my life

I respect the

company’s

leaders

I feel good about

this company’s

commitment to its

community

I feel the brand

cares about

more than itself

1

2

3

4

5

I feel good buying

this company’s

products or services

6

7

I believe in the

brand’s purpose8

9

brandshareTM 2014 © Daniel J. Edelman, Inc .

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TO WAYS BRANDS COULD FULFILL THESE NEEDS…

Shares company history and heritage openly

Openly shares its vision for the future

Is open about company performance and holds leaders accessible

Communicates transparently about how its products are sourced and manufactured

Takes a stand on issues of importance to individual consumers

Offers many ways for consumers to ask questions and share opinions

Is quick to respond to people’s concerns and complaints

Helps people achieve their personal goals

Invites consumers to participate in events and live experiences

Invites consumers to interact online

Invites consumers to represent products and services to their social networks

7

Acts with a clear mission and purpose at its core1

2

3

4

5

6

Invites consumer participation in product development7

8

9

14

13

Uses its resources to drive change in the world12

11

10

brandshareTM 2014 © Daniel J. Edelman, Inc .

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AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES

8

Purchase

Recommend

Defend

1

2

3

Share Personal Information

Share Brand Content

4

5

brandshareTM 2014 © Daniel J. Edelman, Inc .

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WE LEARNED THERE IS:

Little value for the consumer in the current value exchange

Meeting societal needs delivers real business value

Emotional and rational needs are merging

9

brandshareTM 2014 © Daniel J. Edelman, Inc .

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LITTLE VALUE FOR THE CONSUMER IN THE CURRENT VALUE EXCHANGE

10

brandshareTM 2014 © Daniel J. Edelman, Inc .

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PEOPLE CONTRIBUTE. BRANDS BENEFIT.THERE IS LITTLE VALUE EXCHANGE.

Shared relationshipOne-sided relationship

66% 34%

11

Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.)

successfully share with you in return, or is it more of a one sided relationship?

Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits?

Sincere commitment to their customers

Brands have self-centered desire to increase profits

70% 30%

brandshareTM 2014 © Daniel J. Edelman, Inc .

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PEOPLE CONTRIBUTE. BRANDS BENEFIT.THERE IS LITTLE VALUE EXCHANGE.

Shared relationshipOne-sided relationship

78% 22%

12

Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information,

stories, etc.) successfully share with you in return, or is it more of a one sided relationship?

Q25: Do you think brands are motivated to share with you because they have a sincere commitment

to their customers, or because they have a self-centered desire to increase profits?

Sincere commitment to their customers

Brands have self-centered desire to increase profits

74% 26%

brandshareTM 2014 © Daniel J. Edelman, Inc .

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PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS

Want more meaningful relationships with brands

87%

17%

Think brands deliver

13

Q9: You will be presented with things that a brand could do to build and maintain a connection with you or

customers like you. For each one tell us if you feel that the brands that you like are currently doing each of

these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH]

Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]}

brandshareTM 2014 © Daniel J. Edelman, Inc .

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PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS

Want more meaningful relationships with brands

91%

12%

Think brands deliver

14

Q9: You will be presented with things that a brand could do to build and maintain a connection with you or

customers like you. For each one tell us if you feel that the brands that you like are currently doing each of

these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH]

Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]}

brandshareTM 2014 © Daniel J. Edelman, Inc .

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Q5: You will be presented with things that a brand can do to build and maintain a connection with

you or customers like you. Thinking about brands that you like, how important is each of the

following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply

to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing

statements applied to [BRAND]

PEOPLE DEMAND GREATER RESPONSIVENESS…

78%

17%HOW THEY THINK BRANDS PERFORM

GAP

-61

PEOPLE SAY IT IS IMPORTANT

59%

18%

-41

Gives many ways to ask questions and give opinions

Respond quickly to people’s concerns and complaints

GAP

15

brandshareTM 2014 © Daniel J. Edelman, Inc .

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Q5: You will be presented with things that a brand can do to build and maintain a connection with

you or customers like you. Thinking about brands that you like, how important is each of the

following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply

to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing

statements applied to [BRAND]

PEOPLE DEMAND GREATER RESPONSIVENESS…

84%

14%HOW THEY THINK BRANDS PERFORM

GAP

-70

PEOPLE SAY IT IS IMPORTANT

15%

Gives many ways to ask questions and give opinions

Respond quickly to people’s concerns and complaints

16

brandshareTM 2014 © Daniel J. Edelman, Inc .

49% -34GAP

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MORE INVOLVEMENT…

Invites people to be a part of the development and refinement process

16%

52%

-36

Communicates openly and transparently about how products are sourced and made

15%

68%

-53

PEOPLE SAY IT IS IMPORTANT

GAP

GAP

17

brandshareTM 2014 © Daniel J. Edelman, Inc .

HOW THEY THINK BRANDS PERFORM

Q5: You will be presented with things that a brand can do to build and maintain a connection with

you or customers like you. Thinking about brands that you like, how important is each of the

following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply

to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing

statements applied to [BRAND]

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MORE INVOLVEMENT…

Invites people to be a part of the development and refinement process

41%-29

Communicates openly and transparently about how products are sourced and made

11%

64%

-53

PEOPLE SAY IT IS IMPORTANT

GAP

GAP

18

brandshareTM 2014 © Daniel J. Edelman, Inc .

HOW THEY THINK BRANDS PERFORM

12%

Q5: You will be presented with things that a brand can do to build and maintain a connection with

you or customers like you. Thinking about brands that you like, how important is each of the

following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply

to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing

statements applied to [BRAND]

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AND REAL CONVICTION FROM BRANDS

21%

58%-37

PEOPLE SAY IT IS IMPORTANT

15%

-37

52%

Uses its resources to drive change in the world

Has a clear mission and purpose at its core

GAP

GAP

19

brandshareTM 2014 © Daniel J. Edelman, Inc .

HOW THEY THINK BRANDS PERFORM

Q5: You will be presented with things that a brand can do to build and maintain a connection with

you or customers like you. Thinking about brands that you like, how important is each of the

following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply

to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing

statements applied to [BRAND]

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AND REAL CONVICTION FROM BRANDS

16%

53%-37

PEOPLE SAY IT IS IMPORTANT

11%

-3142%

Uses its resources to drive change in the world

Has a clear mission and purpose at its core

GAP

GAP

20

brandshareTM 2014 © Daniel J. Edelman, Inc .

HOW THEY THINK BRANDS PERFORM

Q5: You will be presented with things that a brand can do to build and maintain a connection with

you or customers like you. Thinking about brands that you like, how important is each of the

following to you? [5-Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply

to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing

statements applied to [BRAND]

Page 21: Edelman Brandshare Netherlands Results 2014

CONSUMERS ACROSS THE WORLD WANT MORE VALUABLE RELATIONSHIPSGAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE

DEVELOPED DEVELOPING

-65 -53Respond quickly to people’s concerns and complaints

-54 -48Communicates openly and transparently about how products are sourced and made

-39 -45Gives many ways to ask questions and give opinions

-34 -43Invites people to be a part of the development and refinement process

-34 -41Has a clear mission and purpose at its core

-33 -38Uses its resources to drive change in the world

-32 -40Lets people know the company’s mission and vision for the future

-32 -46Takes a stand on the issues I care about most

21

brandshareTM 2014 © Daniel J. Edelman, Inc .

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EVERY GENERATION DEMANDS MORE VALUE

MILLENNIALS GEN X BOOMER

-54 -62Respond quickly to people’s concerns and complaints -70

-49 -53Communicates openly and transparently about how products are sourced and made -57

-39 -42Gives many ways to ask questions and give opinions -41

-34 -37Invites people to be a part of the development and refinement process -38

-38 -38Has a clear mission and purpose at its core -34

-35 -38Uses its resources to drive change in the world -33

-32 -34Lets people know the company’s mission and vision for the future -34

-37 -38Takes a stand on the issues I care about most -33

22

GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE

brandshareTM 2014 © Daniel J. Edelman, Inc .

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EMOTIONAL AND RATIONAL NEEDS ARE MERGING

23

brandshareTM 2014 © Daniel J. Edelman, Inc .

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Rational needs were the reason to believe

MEETING EMOTIONAL NEEDS HAS BEEN ABOUT HOW BRANDS MAKE PEOPLE FEEL

24

brandshareTM 2014 © Daniel J. Edelman, Inc .

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EMOTIONAL AND RATIONAL NEEDS ARE MERGING

.25 .3 .35 .4.2.15

RATIONAL EMOTIONAL

25

.3 .25 .2 .15.35.4

QUICKLY RESPONDS TO PEOPLE’S CONCERNS AND COMPLAINTS

ACTS WITH CLEAR MISSION AND PURPOSE AT ITS CORE

GIVES MANY WAYS TO ASK QUESTIONS AND GIVE OPINIONS

MOST IMPACT LEAST IMPACT MOST IMPACT

brandshareTM 2014 © Daniel J. Edelman, Inc .

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EMOTIONAL AND RATIONAL NEEDS ARE MERGING

.25 .3 .35 .4.2.15

RATIONAL EMOTIONAL

26

.3 .25 .2 .15.35.4

ACTS WITH CLEAR MISSION AND PURPOSE AT ITS CORE

GIVES MANY WAYS TO ASK QUESTIONS AND GIVE OPINIONS

QUICKLY RESPONDS TO PEOPLE’S CONCERNS AND COMPLAINTS

MOST IMPACT LEAST IMPACT MOST IMPACT

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 27: Edelman Brandshare Netherlands Results 2014

SHARE BRAND CONTENT

PURCHASE DEFENDRECOMMEND SHARE PERSONAL INFO

WILL NOT

BRAND BEHAVIORS THAT MEET EMOTIONAL AND RATIONAL NEEDS DELIVER GREATER PURCHASE, DEFENSE AND RECOMMENDATION

27

EMOTIONAL + RATIONAL

EMOTIONAL

RATIONAL

DEFINITELY WILL

4

5

6

7

8

9

10

3

2

1

+9% +11%

+5%

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 28: Edelman Brandshare Netherlands Results 2014

SHARE BRAND CONTENT

PURCHASE DEFENDRECOMMEND SHARE PERSONAL INFO

WILL NOT

BRAND BEHAVIORS THAT MEET EMOTIONAL AND RATIONAL NEEDS DELIVER GREATER PURCHASE, DEFENSE AND RECOMMENDATION

28

EMOTIONAL + RATIONAL

EMOTIONAL

RATIONAL

DEFINITELY WILL

4

5

6

7

8

9

10

3

2

1

+16% +15%

+11%

brandshareTM 2014 © Daniel J. Edelman, Inc .

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MEETING SOCIETAL NEEDS DELIVERS REAL BUSINESS VALUE

29

brandshareTM 2014 © Daniel J. Edelman, Inc .

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I feel good about this company’s commitment to its community

30

I feel the brand cares about things other than itself

I believe in the brand’s purpose

FULFILLING SOCIETAL NEEDS DRIVES BUSINESS OUTCOMES

brandshareTM 2014 © Daniel J. Edelman, Inc .

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Q5: You will be presented with things that a brand can do to build and maintain a connection with you or

customers like you. Thinking about brands that you like, how important is it for brands to [communicate

openly and transparently about how products are sourced and made]? [5-Point Scale, Top 2 Box]

PEOPLE WANT INCREASED TRANSPARENCY

2013

54% 682014

%

31

Percentage of people who feel it is important for brands to communicate openly and transparently about how products are sourced and made

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 32: Edelman Brandshare Netherlands Results 2014

Q5: You will be presented with things that a brand can do to build and maintain a connection with you or

customers like you. Thinking about brands that you like, how important is it for brands to [communicate

openly and transparently about how products are sourced and made]? [5-Point Scale, Top 2 Box]

PEOPLE WANT INCREASED TRANSPARENCY

2013

49% 692014

%

32

Percentage of people who feel it is important for brands to communicate openly and transparently about how products are sourced and made

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 33: Edelman Brandshare Netherlands Results 2014

Takes a stand on the issues I care about most

Uses its resources to drive change in the world

Invites people to be a part of the development and refinement process for products or services

Lets people know the company’s mission and vision for the future

SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY

33

TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 34: Edelman Brandshare Netherlands Results 2014

Takes a stand on the issues I care about most

Invites people to be a part of the development and refinementprocess for products or services

SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY

34

TOP TWO BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS

brandshareTM 2014 © Daniel J. Edelman, Inc .

Uses its resources to drive change in the world

NON-TRADITIONAL BRAND BEHAVIOR THAT CORRELATES TO CONSUMERS’ SOCIETAL NEEDS

Page 35: Edelman Brandshare Netherlands Results 2014

MEETING SOCIETAL NEEDS ACTIVATES SHARING PERSONAL INFO AND BRAND CONTENT

SHARE BRAND CONTENT

PURCHASE RECOMMEND DEFEND SHARE PERSONAL INFO

MOST IMPACT

NO IMPACT

35

SOCIETAL

0

.2

.25

.3

.35

.4

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 36: Edelman Brandshare Netherlands Results 2014

MEETING SOCIETAL NEEDS ACTIVATES SHARING PERSONAL INFO AND BRAND CONTENT

SHARE BRAND CONTENT

PURCHASE RECOMMEND DEFEND SHARE PERSONAL INFO

MOST IMPACT

NO IMPACT

36

SOCIETAL

0

.2

.25

.3

.35

.4

brandshareTM 2014 © Daniel J. Edelman, Inc .

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MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS

PURCHASE+ 8%

DEFEND+10%

RECOMMEND+12%

SHARE PERSONAL INFO+11%

SHARE BRAND CONTENT+12%

37

RATIONAL

EMOTIONAL

SOCIETAL

brandshareTM 2014 © Daniel J. Edelman, Inc .

+

+

Page 38: Edelman Brandshare Netherlands Results 2014

MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS

PURCHASE+ 8%

DEFEND+12%

RECOMMEND+10%

SHARE PERSONAL INFO+12%

SHARE BRAND CONTENT+16%

38

RATIONAL

EMOTIONAL

SOCIETAL

brandshareTM 2014 © Daniel J. Edelman, Inc .

+

+

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CREATING A VALUE EXCHANGE

39

brandshareTM 2014 © Daniel J. Edelman, Inc .

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STORYTELLING &STORYSHARING

RECOGNIZE THAT PARTICIPATION COMES IN MANY FORMS

PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM

40

OF RESPONDENTS THINK IT’S IMPORTANT TO INVITE PEOPLE TO BE A PART OF THE PRODUCT/SERVICE DEVELOPMENT AND REFINEMENT PROCESS2%5

brandshareTM 2014 © Daniel J. Edelman, Inc .

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STORYTELLING &STORYSHARING

RECOGNIZE THAT PARTICIPATION COMES IN MANY FORMS

PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM

41

OF RESPONDENTS THINK IT’S IMPORTANT TO INVITE PEOPLE TO BE A PART OF THE PRODUCT/SERVICE DEVELOPMENT AND REFINEMENT PROCESS%41

brandshareTM 2014 © Daniel J. Edelman, Inc .

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ALIGN MARKETING AND CORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED

EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE

CONVICTION & COMMITMENT

OF CONSUMERS BELIEVEBRANDS MUST HAVE A CLEAR REASON OR PURPOSE80%

42

brandshareTM 2014 © Daniel J. Edelman, Inc .

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ALIGN MARKETING AND CORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED

EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE

CONVICTION & COMMITMENT

OF CONSUMERS BELIEVEBRANDS MUST HAVE A CLEAR REASON OR PURPOSE84%

43

brandshareTM 2014 © Daniel J. Edelman, Inc .

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LISTEN, LEARN AND ADAPT BASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND

PROTECT YOUR BRAND BY INCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY

ALWAYS ON & ALWAYS ADAPTING

OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME87%

44

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 45: Edelman Brandshare Netherlands Results 2014

LISTEN, LEARN AND ADAPT BASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND

PROTECT YOUR BRAND BY INCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY

ALWAYS ON & ALWAYS ADAPTING

OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME82%

45

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 46: Edelman Brandshare Netherlands Results 2014

CONSUMER ACTIONS

CONSUMER NEEDS

RECOMMEND

DEFEND

PURCHASE

46

BRANDBEHAVIORS

RATIONAL

EMOTIONAL

MOVING FROM A TRANSACTION-BASED VALUE EQUATION…

brandshareTM 2014 © Daniel J. Edelman, Inc .

Page 47: Edelman Brandshare Netherlands Results 2014

CONSUMER ACTIONS

CONSUMER NEEDS

RECOMMEND

DEFEND

PURCHASE

47

BRANDBEHAVIORS

RATIONAL

EMOTIONAL

SHARE PURCHASE

INFO

SHARE BRAND

CONTENT

SOCIETAL

TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL

brandshareTM 2014 © Daniel J. Edelman, Inc .

+

+

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THANK YOU

Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).